In Sweden the number of pedestrians involved in car accidents increase dramatically during the dark winter season.
The problem is visibility, something many Swedes solve by wearing a reflector, which halves the risk of being hit by a car. But not everyone does and lowest is the usage among young adults living in cities. The main reason? Vanity. We decided it was time to challenge the general perception. A reflector doesn’t necessarily have to be ugly or uncool to do its job.
In November, If Insurance launched a fashion line of outerwear and accessories that function as reflectors in the dark. The garments, made of a reflective fabric, were designed by Swedish fashion label BACK.
The garments sold out and had to be reissued after only a couple of days. But more importantly, the fashion line started a conversation among the target audience, about staying visible in the dark.
New York Festivals